Consumers wouldn’t care if brands died and think most content is poor, study finds

havasConsumers would not care if the vast majority of brands vanished while much of the content companies produce is just clutter, according to a new report.

The findings emerged in Havas Group’s 2017 Meaningful Brands study which painted a picture of brands failing to meet consumer expectations.

The study, which quizzed 300,000 people in 33 countries, concluded that 60% of content delivered by brands is poor and irrelevant.

Furthermore, while 75% of consumers expect brands to make more of a contribution to our “well-being and quality of life”, only 40% believe they are doing so.

Overall, most people would not care if 74% of brands disappeared altogether.

Havas Group chief executive Yannick Bolloré, CEO Havas Group described the results as a “wake-up call”.

“For 2017 we see two new statistical facts: content’s critical role in creating brands which are meaningful to people and the underperformance in this area.

“The data is clear, brands must rapidly become better at seizing the opportunities that good content can offer or they, and the advertising community that supports them, will struggle to survive.”

Havas Media Group’s global chief insights and analytics officer Maria Garrido, added: “Surprisingly, the data demonstrates an alarming ineffectiveness of existing brand content. Our expectations for the role or the types of content are simply not being met.”

The top ten performing brands in the study, which looked at 1500 brands, were Google, PayPal, WhatsApp, YouTube, Samsung, Mercedes Benz, Nivea, Microsoft, Ikea and Lego.

The list represents a shift from the last decade with top Internet brands usurping the tech sector which has traditionally dominated.

Some sectors were found to have a better understanding of the role of content, with 47% of consumers believing the travel industry has effective content such as customer support and social media sharing.

In retail however, 71% of all content produced by retail is considered to be sub standard.


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